Sports betting in Brazil has been growing steadily over the past few years. Especially since the second half of 2022, when things really took off, and Brazil’s betting boom started. In the same year, the number of registered betting companies in Brazil jumped by 204%. The revenue from sports betting reached 0.60 billion USD (While the market was still Grey) In 2024. To put it briefly, Brazil has become one of the biggest players in the LatAm Sports betting Market.
With such a prospering environment, it’s not a surprise that a lot of operators consider to start sportsbook in Brazil. But breaking into this space isn’t just about setting up a betting website with any sportsbook — it takes a real understanding of the ins and outs of the process. And for anyone looking to ride this wave, knowing how to start a sportsbook in Brazil is essential.
While the process of starting a sportsbook in Brazil follows the same stepping stones, such as acquiring a platform and sportsbook software, creating a website, and taking care of licensing, there are multiple differences in dealing with each of these steps throughout the different markets. Therefore, in the given article, we are going to focus on how to start sportsbook in Brazil.
How Brazilians Choose the Sports Betting Platform?
Brazilian users aren’t so naive when choosing the right sports betting platform. Meaning that they don’t just pick the first option they come across—they take their time to research and compare before making a decision. This means that they put some thought into finding a platform that meets their expectations.
One of the biggest factors for Brazilian bettors in choosing the betting platform is promotions/bonuses. 62% consider these to be the highest importance. Nonetheless, this will supposedly be changed because the new Brazil Gambling Regulations aim to prohibit using bonuses to acquire and retain users.
According to users’ opinions, payment options are also one of the most crucial considerations. Bettors prefer platforms that offer multiple, easy-to-use payment methods, especially those tailored to local preferences, like PIX.
Image 1 – How Brazilian Users Choose the Sports Betting Platform (Source – ENV Media)
Of course, variety also matters. Platforms with a wide range of betting options, from traditional sports to more niche markets, are more likely to stand out. User experience is equally important—a smooth, intuitive interface makes a big difference. Lastly, competitive odds are key. Bettors want to know they’re getting the best possible value for their wagers.
All in all, this is the info that you’ll find useful. Especially if you are an operator who wants to know how to start sportsbook in Brazil. By excelling in the areas we’ve covered and the factors Brazilian users pay the most attention to, you can choose the sportsbook that’ll win over the users and keep them coming back.
How Can You Start Sportsbook in Brazil?
If you are about to start a sportsbook business in Brazil, the very first things that you need are the sportsbook software and iGaming platform.
Well, there are various ways to get them. One implies that you have to build your own platform from ground zero (The Approach also known as Self-service Solution). Nonetheless, it costs a hell of a time and resources. So, technically, only a small part of the operators opt to use this solution to start a sportsbook in Brazil.
On the other hand, the most popular and easiest way to start a sportsbook in Brazil is to acquire a sports betting platform through a turnkey solution or white label solution. You can check out our article White label Sportsbook VS Turnkey Sportsbook, to understand the differences between those two solutions.
Nonetheless, if you already have the iGaming platform, then the only thing you need to do is to get a sportsbook software through API integration from the provider.
So, let’s outline what we’ve read so far – there are three basic ways to acquire a sportsbook:
- Get a sports betting platform (iGaming platform with sportsbook) through Turnkey Solution.
- Get a sports betting platform through White Label Solution.
- Get only a sportsbook software through sportsbook API integration (if you already have a platform).
There are myriads of products on the iGaming market for different types of operators. Because Upgaming provides enterprise solutions, its core products are designed and fully adjusted to the requirements of premium operators. For instance, Upgaming offers its Enterprise iGaming platform with a payment system, affiliate system, igaming CRM software, Customizable bonus system with gamification features, back office, and more.
On the other hand, one of our flagship products is our sportsbook, which you can get with our enterprise iGaming platform or through Sportsbook API. It has more than 112 000 live and 96 000 pre-match events, +5 200 betting markets, +140 types of sports, esports and virtual sports, risk management and support of +120 in-house bookmakers, and various other features and tools, such as Bet Builder, live streams and match trackers, market-specific design, etc.
Needless to say, both of the products are customizable, embedded with local content, and used by various operators in LatAm and Brazilian betting markets. So, if you are planning to start sportsbook in Brazil, you should consider our software solutions as one of the main choices.
Key Things to Consider When Selecting Sportsbook for the Brazilian Market
In reality, there are only a handful of sportsbook providers in the iGaming world that offer solid solutions for sports betting operators in Brazil. While every provider will claim their platform is the best, it’s important to carefully pick one that fits your specific needs when you plan to start a sportsbook in Brazil.
And that’s the key. The first step is figuring out what’s most important to you before diving into your research. This includes your goals, needs, and expectations from the provider. You can check out our article on How to Choose a Sportsbook Provider for more details.
But, now that you know that you are about to start a sportsbook in Brazil (so, you know a target audience), that kind of eases the burden of going through a crowded market. And cuts down the number of providers you’ll need to assess. Instead, you are aware that you need a provider who has a rich know-how of the Brazilian sports betting market and content that appeals to local users.
To guide you in the right direction, we’ve narrowed down a list of key things to consider when selecting a sportsbook for the Brazilian betting market.
Look for an Experienced Provider
If you think that the provider doesn’t have to know the market you are planning to enter, you are wrong. Imagine that you are visiting the Embassy of France in the USA and want to get a VISA to travel in Australia. That’s nonsense, right?!
The same goes for sportsbook providers. So, before you launch a sportsbook in Brazil, you need to choose provider with years of experience in this country. This provider must know the market and its ups and downs and have worked with operators active in the Brazilian sports betting industry.
Live Events, Pre-Match Events
Live events are a key feature of a sportsbook, allowing players to bet on games as they happen. While with pre-match betting, players have more time to plan their strategy, think about the possible outcomes, and place their bet before the match begins.
Now, here’s some info you may find helpful. According to ENV Media, on average, 51% of bettors (over half) in Brazil place their bets beforehand, using only pre-match events. 15% of Brazilian bettors bet only on Live events, while 34% use both live and pre-match events.
Image 2 – Pre-Match Betting VS Live Betting in Brazil
While pre-match betting seems to be the most popular, these facts also tell us that nearly 50% of Brazilian users engage in live betting. So, to start sportsbook in Brazil, you need to choose a provider that offers a wide variety of both pre-match and live events.
As mentioned above, our sportsbook provides +112,000 live and 96,000 pre-match events monthly. And as our long-standing experience tells us, Brazilians aren’t disappointed with these offerings.
Types of Sports
Regarding the types of sports, the most popular sport in Brazil is football. But Brazilians also love to bet on basketball, MMA, Volleyball, and Tennis (Check out the article about the popular iGaming Content in Latin America to learn more).
Image 3 – Most Popular Sports Brazilians Bet On
Thus, make sure that your sports betting website has all these sports available. Bear in mind that the more, the better; Brazilians love diversity.
Localized Content
To successfully start a sportsbook in Brazil, you need content that aligns with your audience’s preferences. It means that the content of the sportsbook must be localized. So, you need to have a local football league and other sports. Brazilians love to bet on their clubs. In fact, 91% of Brazilian users bet on Brazilian Championship Serie A. Italian Serie A (66%) and English Premier League (44%) are next in popularity.
Actually, this trend is visible in other LatAm countries as well. To see what we have to offer from this perspective, feel free to check out our article – What Upgaming offers to LatAm Sports Betting Market.
Competitive Odds
You also need to be sure that the bookmakers have set the odds favorable for players and the house (you) itself. If your competitor has higher odds of the same outcome, bettors might choose it over yours. You need to be aware of that before acquiring a sports betting platform.
Betting Markets
Brazilians use a variety of betting markets. Actually, this is the info that you might want to know before you start sportsbook in Brazil. Of course, the most popular type is the match result (used by around 71% of bettors). But player-specific bets (42%), such as goals or assists, and both teams must score type (49%) are also very popular.
Image 4 – Most Frequently Used Betting Markets in Brazil
All of this shows the substantial interest from the users’ side in exploring the diverse strategies of betting. Since player-specific bets are popular, they also pay attention to detailed performance metrics.
The wide range of betting markets used reflects a desire for variety and a readiness to apply knowledge and intuition. ENV Media’s research shows that most users actively engage in nearly four different types of betting markets regularly.
And all of this takes us to the following – since you are about to start sportsbook in Brazil, you need to find a provider who offers diverse and multiple betting markets. For instance, our sportsbook has more than 4 500 betting markets in it. And the variety like this will surely satisfy Brazilian users.
Bet Builder
For an operator planning to start sportsbook in Brazil, choosing a provider with a Bet Builder feature is essential. Bet Builder allows players to create customized bets by combining multiple betting markets into a single bet. It’s ideal for a market where bettors are highly engaged and knowledgeable.
With 70% of Brazilian bettors understanding accumulators (Bet Builder) and 28% actively using it, this feature taps into an existing demand. Making it a key tool to enhance engagement and cater to Brazil’s betting preferences.
Risk Management and In-house Bookmakers
Considering that fraudulent activities were quite often in the given market, you need sportsbook risk management protocols in place before you start sportsbook in Brazil. Moreover, you also need the support of in-house bookmakers. Inhouse bookmakers are professionals who analyze the bets and player activity and notify you of potential risks. For instance, a huge bet made by the newly registered player or other risk-containing activity.
While it’s true that the ongoing process of Brazil Gambling Regulation sets clear standards regarding KYC for preventing money laundering and fraud, having additional risk management tools will be a strong benefit and guarantee the safety of your sports betting platform.
Back Office and its Functionality
A back office is essential for managing your sportsbook because it streamlines all operations in one central location. Instead of gathering information from different sources, the back office lets you handle everything from data collection to software management in one place.
So, you need to be sure that the back office that you’ll get will be efficient and comfortable to use. This means that you’ll have the ability to customize reports, design and manage your website, and extract any piece of information you need without asking the provider. Integrated CRM software will also be a great plus if you get the whole platform. So, we advise you to rate the provider’s back office with these criteria in mind.
Payments
Before you start sportsbook in Brazil, it’s crucial to have access to localized and popular payment methods. One of the most essential payment options is PIX. PIX is a real-time payment system widely used in Brazil, enabling fast, seamless, and secure transactions.
Given its popularity and convenience, a sportsbook provider must either have direct integration with PIX or partner with a payment service provider that supports PIX transactions. In any way, before you set up a sportsbook, the goal is to offer frictionless payment options to ensure a smooth and hassle-free betting experience for Brazilian users.
Licensing & Regulations
The Brazilian sports betting market is regulated, and you need to get a license to operate in the country. The license fee is 30 Million Brazilian Reals (6 million USD). Once you get it, the license will be valid for 5 years. The window for receiving the applications will be opened once a year. You’ll get news about that from official sources, and when the window opens, you’ll be able to send the application.
To start sportsbook in Brazil, you must comply with various other regulatory requirements, too. These are designed to ensure fairness, transparency, and player protection. The regulations include financial obligations, data protection, and safe gambling measures.
First and foremost, to launch a sportsbook in Brazil, you need to be based in the country. It means that you must open a local office. Moreover, operators are required to pay:
- A 12% tax on their Gross Gaming Revenue (GGR)
- A 15% Corporate Income Tax.
- An additional 10% tax for profits exceeding 240,000 Brazilian Real (approximately $43,600 USD) annually.
These financial obligations are non-negotiable and must be factored into the business plan of any operator seeking to start a sports betting platform in Brazil.
Compliance with Brazil’s data protection laws is also mandatory. Operators must obtain clear consent from players to use and share their personal information. Ensuring that it is used solely for legal purposes. This requires setting up a customer support team to handle player inquiries and concerns, including consent management.
Another critical aspect of regulatory compliance is ensuring safe gambling practices. Operators must offer tools such as self-exclusion and cooling-off periods. These allow players to limit or pause their betting activities upon request. These measures promote responsible gambling and protect players from potential harm.
For more comprehensive information about this topic, you can read our article about Brazil Gambling Regulation to learn how to start sportsbook in Brazil in compliance with the law.
How Much Does It Cost to Start Sportsbook in Brazil?
Regulatory and Operational Costs
Starting a sportsbook in Brazil requires a significant financial commitment due to various regulatory and operational costs.
- The licensing fee alone is 30 million Brazilian Reals (approximately $6 million USD), which grants you a license valid for 5 years.
- Additionally, operators must pay a 12% tax on their Gross Gaming Revenue (GGR)
- 15% Corporate Income Tax
- And an extra 10% tax on profits exceeding 240,000 Brazilian Real (roughly $43,600 USD) annually.
Costs Associated with Platform and Software
Beyond taxes and licensing fees, operators must also account for costs associated with platform and software acquisition.
- These are very individual cases, but on average, let’s say that it ranges from 10 000 to 50 000 USD
- Moreover, you are also paying part of your GGR to the provider. The percentage that you’ll pay depends on the deal you’ll form. They also vary, but in the case of a sportsbook, it usually ranges from 10 to 12% of the GGR.
Altogether, these factors make launching a sportsbook in Brazil a substantial investment but potentially very rewarding, given the market’s rapid growth and enormous potential.
Conclusion
Starting a sportsbook in Brazil comes with its own challenges and financial commitments. Nonetheless, the potential rewards in this booming market make it worth considering. With the right platform, localized content, and a solid understanding of the Brazilian sports betting landscape, operators can position themselves for success.
Remember to prioritize a provider with experience in the LatAm market. Ensure compliance with local regulations and offer popular payment options like PIX to make transactions easy for users. By carefully planning and aligning with the unique aspects of Brazil’s market, you can make a successful entry into this growing industry.
